Archive for August, 2015

Customer Retention: The Art of Keeping Good Customers

August 23rd, 2015
Steven Howard

CRM Should Mean Customer Retention Marketing The world in which marketing takes place has changed, and continues to change at a rapid pace. Customers, customer needs, and the individual motivations for making purchasing decisions are also changing. The natural loyalty of customers is a thing of the past, not just because customers have become more fickle but also because the large majority of organizations do not exhibit any tendencies that deserve customer loyalty. …

Truly Understanding Customer Needs

August 6th, 2015
Steven Howard

Customer Needs and Concerns Need to be Fully Understood I write and speak often of the need for frontline staff (and actually all staff as well) to fully understand and appreciate customer needs. And, simultaneously, I encourage management to develop flexible policies and procedures so that their staff can handle customer needs and concerns on an individual basis. Here’s a true story that brings all these points succinctly together. A man in Singapore …

Relationship Marketing

August 4th, 2015
Steven Howard

Relationship Marketing Means Understanding Customer Preferences Relationship marketing is a concept that has yet to be clearly defined by anyone, even though much of today’s marketing literature and many marketing consultants and gurus are in agreement that relationship marketing will be a critical success factor for the large majority of organizations. I won’t attempt to define relationship marketing here, but I will give you what I consider are the key elements of any …

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